SUMMER TRAVEL AND TOURISM UPDATE SUMMARY

Travel and tourism predictions for summer reflects a readiness to explore new vacation opportunities. Medford is the ideal spot for those looking for a sunny trip offering wine excursions, outdoor recreation, and a multitude of family-friendly opportunities. 

While people are eager to head out, COIVD-19 remains a factor. Predictions by Destination Analysis parallel well for the Rogue Valley region as middle-aged and mature travelers are feeling less anxiety with COVID-19, this being the age demographic that gravitates to Medford. Along with this:

• Travelers still believe in vigilance when it comes to spread of the virus post-vaccine; 73.5% believe masks are needed after vaccination. Our local restaurants and stores have been diligent with COVID-19 procedures, the continuation though summer will be prevalent to travelers having a safe and enjoyable experience. 

• American travelers are feeling optimistic about their financial future and are looking to spend on travel with 38.9% voicing right now is a good time to travel and 41.7% expect to spend more on travel in the next 12 months. 

• 66.6% report a ready-to-travel mindset. 61.4% have strong excitement at the idea of traveling.

• Over 71% of people did travel dreaming or planning recently, 16.2% booked or made reservations. 

• 62.5% report they are traveling for leisure this summer. On average people have 2.2 trips planned for summer with July as a peak. 

In Southern Oregon over the past few months, travel activity and lodging occupancy has experienced a surge – all good signs for a strong rebound this summer.